This article originally appeared in the February 2015 edition of INVISION.
Week 1 / FEB 2-6PROMOTION Yep, there are still flex dollars out there. Keep reminding people who rolled over 2014 benefits or have spring deadlines.
INVENTORY It’s time to take a hard look at your inventory. Drill down into your data to weed out underperformers and identify new category trends. Set targets and support plans for emerging inventory stars. Clear out losers so you can restock at Vision Expo East.
ACCOUNTING For larger practices, 2014 numbers are only now being wrapped up (because January is used to finalize insurances). Hold a staff meeting to report on the practice’s progress. If everyone met their goals, a staff reward (or trip) could be in order.
SALES TRAINING Handling objections to AR pricing.
Week 2 / FEB 9-13STAFF Share the love on the Friday before Valentine’s Day (which falls on a Saturday this year). Buy chocolates and cards for your team members, and jot a note like, “Love your work!”
MARKETING Email reminder: “Three days left ’til Valentine’s Day!” List your top 10 gift ideas.
CUSTOMER SERVICE Buy a padded seat for your bathroom.
STAFF Customers feel closer to you when they use your name, so help them out: Order nametags for your sales staff.
Week 3 / FEB 16-20MARKETING In a strip mall or on a busy city block? Buy a portable sign you can put out front to advertise your store and specials.
ONLINE Examine your website — particularly your “About Us” page. Make sure it isn’t a dead end. If you’ve written it correctly, customers are excited about you and ready to buy. Make sure you have an offer, another link, any course of action ... to keep them going after they’ve learned “about you.”
BUYING To get ready for Vision Expo East, buy a load of fashion magazines and split them among your staff. Have each person go through the magazines to find new eyewear styles you can watch for in New York next month.
SALES TRAINING Learn how to create “repair moments.” Are you simply handing repaired items to customers, or are you presenting them — perhaps in a beautiful case, or with an accessory?
Week 4 / FEB 23-27ENVIRONMENT The weather outside might not say spring — but it’s not a bad idea to jump-start the season inside your business. Put fresh flowers all over the place. Your clients will love it.
NETWORKING If your practice is new and your patient roster short, one way to start getting referrals is to build a network of healthcare contacts. Get to know other local healthcare pros of all kinds, ask about referral possibilities, and promise you’ll return the favor. Invite doctors (and their staff) to buy eyewear at a discount.
CUSTOMER SERVICE Fill up that appointment book! Find out when local schools have spring break and make a round of calls to families. Encourage them to take advantage of the time off school to get their kids in for eye exams.
SELLING Continue clearing out your old inventory in preparation for all the new stuff you’re going to buy.
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